Effective Photography Marketing Collateral | The average consumer does a good share of research before committing to a purchase or deciding to hire someone, and photography clients are no exception. We’ve all done it, even when if it’s not a big splurge, and sometimes we need that extra nudge to help us decide. This is where marketing collateral comes into play! If you’re trying to build brand loyalty and grow your client base, then you can’t afford to overlook it. It will familiarize your potential clients with your services and products, reinforce your brand, and raise the profile of your photography business.

Not all marketing collateral is created equal, though. We’ve all stumbled upon a cheap, downright ugly piece of marketing collateral – whether it’s a brochure, a business card, or even a newsletter. On the other hand, we all have those piece of collateral we can’t bring ourselves to throw away, even though it’s been weeks since we got them. Their secret? Great design, high-quality materials, or an offer we can’t refuse! If you’re just starting out and you’re having marketing collateral designed for your photography business, or you already have a marketing collateral package and you want to check just how effective it is, we gathered five questions that will give you a better idea of what makes people hang onto marketing collateral.

Marketing collateral covers items from brochures, newsletters, fact sheets, press releases, to other electronic and printed promotional materials, and the package you put together will mostly depend on your marketing strategy. However, no matter how many items you end up creating, you will need to keep one simple thing in mind – each of these items has a slightly different goal, and you need to create content that helps accomplish that particular goal. Don’t expect the recipients to give it much time, and don’t bury the lede.

It’s important to have a branding style guide to ensure consistency across all your marketing collateral and other branded materials. It keeps everyone on the same page and governs how every element including your logo, key graphics, fonts, and even brand-oriented words should be used. This way, even if you decide to add a new item to your package later on, your new designer will be able to create something that will seamlessly fit the rest of your materials, reinforce your brand, and help you accomplish your goal.

The point, at the end of the day, is that all of your materials, both online and off, look, feel, and sound like they came from the same source. After all, the more contact a potential client has with your branded materials, the more likely they’ll be to actually remember your photography business and what you can do for them.

Does The Material Communicate The Right Message? | Effective Photography Marketing Collateral

The materials you use for your marketing collateral can make or break your first impression, so you’ll want to get the best your budget allows. Your potential clients will definitely notice the difference between cheap paper and thicker, glossier paper stock the moment they pick your brochure, for example. Thicker paper stock will help you leave an impression of an established business owner and a reliable industry leader. On the other hand, what will cheap, thin paper that gets torn easily tell your potential clients about the quality of the services and products you’re providing?

Since marketing collateral covers a myriad of materials, it’s only natural that some of them will have certain restrictions you will need to work around. For example, USB drives not only have limited space for your branding, but also limit the layout of your content, so you’ll need to prepare slightly different variations of your logo to fit any orientation. If your logo consists of a graphic and the name of your business, you’ll want to have both the vertical version, with elements stacked on top of each other, and horizontal version with the graphic next to the name of your business. You can also create a simplified version of the logo, and single-color variants.

The purpose of marketing collateral is to convey a particular message and get the recipients to complete a specific action, whether it’s to buy a product or to call and book a session. However, this will only happen if they can actually read the content of your collateral, so special attention needs to be paid to typography. Make sure you’re using simple, easy to read fonts, and that the text is large enough to be comfortably read without having to use a magnifying glass. Also, limit the number of fonts you use to 2-3 max – the human eye finds it difficult to read multiple fonts at once.

The design of each item should also be simple to ensure readability. We get it, you want to make sure your marketing collateral stands out, but by adding unnecessary design elements, shadows, graphics, and special effects, you risk ending up with a design that overshadows your message, which is the main reason for sending out the collateral in the first place!

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Testimonials

I had been following Media Novak’s work for a while now and was always impressed with their logo work. The logo designs they came up with based on my wishes for what I wanted it to look like were above and beyond what I had imagined. The process itself was smooth and so easy. I gave input and they took it on board and applied it to the next design. I would highly recommend them any day!

Chantal Lachance-Gibson Photography

I cannot begin to say enough about Mark & the team at Media Novak. Their customer service has been TOP NOTCH! They have gone way beyond my expectations and dreams and have put together a website for me that I am so proud of… I actually can’t believe that it’s mine! If you are looking for a new website or new branding then look no further… contact these guys today!

Myrick Cowart – Photographer

Thank you thank you thank you! I really appreciate all of your help and your quick replies and editing, and well, everything. I will DEFINITELY be referring your team! I love my new logo and I love that it is completely my own and completely encompasses my brand. I really appreciate all of the time and effort your team has put into this project. Thank you again and again!

Bethany Petersen – Photographer

I decided to hire Media Novak after seeing a friends logo that I really liked. I sent them my ideas but I actually preferred one of their original concepts over my own ideas! They really understood the look and feel I was trying to achieve and I am delighted with my new logo! I found the process to be really enjoyable and smooth and emails were answered very quickly… a big thumbs up from me!

Karen McGowran – Photographer

Media Novak were helpful and listened to me as the client… never once tried to push their likes onto me… but they do offer good advice. I think what has mattered most to me was once we went live, they were very much still around to iron out little problems that only became noticeable to myself with the daily running of a website and a blog! I would highly recommend them to other businesses!

Jo-Ann Stokes – Photographer

Media Novak designed a beautiful website for me and I’m very satisfied with it. They listened to what I wanted and tailored the site to fit me and I really appreciate that. Their prices are reasonable and the quality is fantastic. I would highly recommend this company.

About Us

MediaNovak is a creative design agency that specializes in web design, online marketing, graphic design and corporate identity solutions. We started our company with some basic ideals—offer our customers exceptional design, while delivering a positive customer experience.

These ideals have helped grow our business and drive customers to our door. A majority of our business comes simply from “word of mouth” referrals—one customer telling another of the experience that we offer here. We consider this the ultimate compliment.